Extension’s Role in Reducing Uncertainty for New Technology Adoption

Risk and uncertainty come with any new technology (Feder and Umali, 1993), and adoption is not a foregone conclusion. Land grant universities are at the forefront of developing new technologies to improve production, sustainability, and efficiency of farming operations. But the very definition of “new” imparts uncertainty in the minds of potential adopters. Are the projected benefits accurate, and will those benefits exceed the adoption costs? To what extent will the estimated costs and benefits change as new technology moves from the experimental to the commercial phase? How steep is the learning curve for incorporating new technology into existing operations? What is the likelihood of costly mistakes and operational inefficiencies? Are decisions reversable? This paper uses a case study approach to examine selected technology transitions in specialty crops, highlighting the critical role extension services play in reducing uncertainty. By analyzing specific instances where new technologies were introduced, the study provides insights into the challenges faced by producers and the strategies employed by extension services to facilitate adoption and mitigate risks.